Great adverts are strange things: mini works of magic, with the power to make viewers smile, cry, and even buy. Kiwi directors have shown such a knack for making them, they've been invited to do so across the globe. But this collection is about local favourites; dogs on skateboards, choc bar robberies, ghost chips. NZ On Screen's Irene Gardiner backgrounds the top 10 here.

This documentary confronts attitudes to alcohol consumption in NZ. Interviews with those who see major problems (including police, ambulance, youth workers, Family Planning and Women's Refuge) and those who don't (brewers, advertising agencies, sports groups and publicans) are interspersed with often-graphic footage of excessive alcohol use. The challenging depiction of the culture piqued Lion Breweries, who complained to the Broadcasting Standards Authority. The BSA rejected their assertion that the programme was salacious, but did agree it "lacked balance".

This boisterous Geoff Dixon-directed commercial dates from the time when craft beer was yet to make a big mark, and Lion Red was NZ's number one beer. Hyperactive in a flannel shirt, a pre-Hercules Michael Hurst takes the mic at a pub talent quest, and sings a war cry for Kiwi blokes against wimpy pretenders like champagne cocktails and Mexican beers. Local advertising veteran Roy Meares wrote the "anti-yuppie commercial" (he was also behind the long-running Speights 'Perfect Woman' campaign). The Murray Grindlay-composed song became a pub anthem.